Measuring flyer success: with a separate QR code per distribution area

Flyers are one of the oldest forms of advertising, and one of the least measured. There are printing and distribution costs, but rarely a number for what comes back. A QR code on the flyer changes that if you use it correctly. The trick is simple: not one code for all flyers, but a separate code per area, print run or design.

Setting up the test

• Create a separate dynamic QR code for each variant, such as “Flyer North” and “Flyer South”
• All codes lead to the same destination, so only the place makes the difference
• Print the variants in the same quantity, otherwise you will have to convert later
• Note the scan count of each code at the start and after two to four weeks

With 20 dynamic QR codes you can compare up to 20 variants at the same time. Two to five are enough for most tests.

An example calculation

In this example, the display in the shop brings almost three times as much per flyer as the letterboxes in the north. If you divide the costs for printing and distribution by the scans, you get the cost per scan. That number helps you decide where the next print run goes.

What the count can and cannot do

A scan is not a customer. It shows interest, nothing more. Also pay attention to how your provider counts. At Same-QR the dashboard shows the total number of scans per QR code, without time, location or device. That is why it is important to note the count yourself at the start and end of a test. If you want to know what happens after the scan, add UTM parameters to the destination and look in your own website’s analytics tool.

Creating many codes at once

For a test with many variants you do not have to create the codes one by one. On the paid plans, a spreadsheet with a name and destination per row can be imported as a CSV file, and all codes can be downloaded together as a ZIP. On the free plan you create up to 20 codes one by one and download them individually, which works well for a test with a few variants.

Scans and limits on the free plan

Most flyer tests stay well below 1,000 scans a month, the limit for the whole account on the free plan. There is no trial period, no credit card and no ads when scanning. And because the codes are dynamic, you can still change the destination twice per code after the test, for example to a new offer.

Conclusion

A separate QR code per variant turns flyers into a measurable form of advertising. Same quantities, same destination, note the count, compare after a few weeks. It costs nothing but a few minutes and shows you where the next print run really belongs.

Frequently asked questions